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Advertising

... through the eyes of Naomi Klein
by

Juliane Starke

on 3 June 2013

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Transcript of Advertising

Advertising trough the eyes of... Naomi Klein The End... Presentation by
Juliane Starke,
English Et born 5th may 1970
in Montreal, Canada grows up in a Jewish Family:
anti-Vietnam war activists marries the journalist and
filmmaker Avi Lewis studies literature and
philosophy in Toronto Portrait: What is the function of Advertising and how did that develop into branding? Sources Book “No Logo” by Naomi Klein
http://www.naomiklein.org/main (21.5)
http://en.wikipedia.org/wiki/Naomi_Klein (21.5)
http://en.wikipedia.org/wiki/No_Logo (21.5) (22.5.)
http://www.spiegel.de/spiegelspecial/a-537790.html (23.5)
http://www.zeit.de/2001/12/200112_aussehen___no_lo.xml/seite-1 (23.5)
http://academicviews.hubpages.com/hub/No-Logo-by-Naomi-Klein-reviewed (24.5.)
http://www2.hhs.se/personal/segerstrom/naomiklein.pdf http://cc2spring2010.pbworks.com/f/Culture+Jamming.pdf (24.5)
http://en.wikipedia.org/wiki/Investigative_journalism (25.5)
http://en.wikipedia.org/wiki/Advertising (25.5)
http://de.wikipedia.org/wiki/Marke_(Marketing) (25.5)
http://www.guardian.co.uk/books/2010/jan/16/naomi-klein-branding-obama-america (26.5)
http://www.pmpress.org/content/mediagallery/mediaobjects/orig/0/0_naomi_klein.jpg (22.5)
http://www.mediaed.org/assets/products/115/trailer_115.jpg (26.5)
http://4.bp.blogspot.com/_GFOux5OnwJQ/ShFb2YsbXYI/AAAAAAAAASY/VcPXhm-J-Uc/s400/publicidad.jpg (26.5)http://blogs.jamaicans.com/gwgraeme/files/2011/03/klein.jpg http://www.folioart.co.uk/images/uploads/EmmettBruce-Illustration-Agency-Vintage-Retro-Traditional-Digital-Advertising-Poster-Pastiche-fairy-L.jpg http://www.google.de/imgres?um=1&hl=de&biw=1037&bih=680&tbm=isch&tbnid=dhtztzPfEbEmwM:&imgrefurl=https://www.adbusters.org/content/brand-baby-1&docid=bmlAS1h-_xqIRM&imgurl=https://www.adbusters.org/sites/default/files/styles/large/public/images/adbusters_brand_baby.jpg%253Fitok%253DzpoRiSbr&w=668&h=315&ei=kDanUYfOEMWntAaEqYD4DQ&zoom=1&iact=rc&dur=516&page=1&tbnh=125&tbnw=247&start=0&ndsp=23&ved=1t:429,r:2,s:0,i:87&tx=120&ty=42 http://0.tqn.com/d/chemistry/1/0/h/_/1/factory.jpghttp://www.liverpoolmuseums.org.uk/conservation/exhibitions/metropolis/graphics/large/meccano_factory.jpg http://farm4.static.flickr.com/3545/3778459433_e2c5775cb6.jpg http://3.bp.blogspot.com/-btxvXYSMmP4/TZtMI4ay83I/AAAAAAAAALk/D8tWXa5i5h4/s1600/hollister-guys-passion-romance.jpg http://www.haz.de/var/storage/images/haz/nachrichten/wirtschaft/deutschland-welt/wer-bei-hollister-falsch-wuerfelt-wird-kontrolliert/37131743-1-ger-DE/Wer-bei-Hollister-falsch-wuerfelt-wird-kontrolliert_ArtikelQuer.jpg http://sashadichter.files.wordpress.com/2008/11/nike-factory.jpg http://upload.wikimedia.org/wikipedia/commons/4/48/Actual_Third_World.PNGhttp://static.guim.co.uk/sys-images/Environment/Pix/columnists/2011/4/27/1303917016337/MDG--Sweatshop-in-Asia--I-007.jpg Advertising Branding Strategy of Working CV Social role Change Impact Effect “{…} get out of the product business into the ideas business.” (p.xxvii) “{…} people doing the work are likely to be treated like detritus - the stuff left behind.”
(p.197) four books and one film public interviews and speeches at public events role model for the Anti-corporate globalization movement Advertising Sponsorship Logo licensing “Labels {…} imprint brand awareness on toddlers and turn babies into mini-billboards” (p.27) freelance journalist, writer, political activist and critic of globalization. Function: •public attention •Economic interest=
sales strategy •New Invention •Industrial revolution :
mass-production in factories •nevertheless distinction
and individuality •old products in new forms •Logo •orientation in the market •promise of quality •attention and image •product in the center of
interest producing brands Promotion Sale Product/ Service •seemingly need-based offer •transport message to target groups Brand Idea Image Advertising Process •center of interest: Logo buy a lifestyle, look, culture and brands philosophy Intervention of brands in regular economy producing products product or service factory office build an image "corporate personality" help corporations find their soul telling stories The "brand-mania" Separation of product and brand New function of advertising: lust for branded goods children and adolescents affected brands as source of identity logos become fashion pressure and obsession outside culture gets branded "sponsored
life" Third world exploitation job transfer to sweatshops product quality and working circumstances are dropping = Global economy away from humanity more investment in brand-advertising than production use of export processing zones Past Today "investigative journalism"
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